Research On The Marketing Strategy Of A Securities Company Sales Departments In Henan

The securities industry in the tide of market development, after years of rapid growth, has highlighted the certain strength and size. But in the securities market at home and abroad by comparison, is still a lack of maturity, the market need to be improved. A number of domestic securities companies still exist extensive management, business varieties is too single, homogenized competition phenomenon is more serious, etc. After 2007, with the weakness of China’s capital market, the market index increased turbulence, the profitability of traditional securities brokerage business in the past five years showed a decline trend, each big brokerages facing a severe test, the securities industry has experienced a "cold winter" again. In today’s complex and changeful market environment, how to adjust business strategy to survive and become the priority of the business department. Therefore, through the study of brokerage office of the current marketing strategy, analysis the corresponding countermeasures, to take suitable for their own marketing strategy is of great significance.First, through the relevant research, analysis of A securities company sales marketing strategy, it is concluded that main problems are:single marketing, employee welfare treatment on the low side, lack of marketing, service marketing mechanism is not flexible, product line is not abundant, marketing personnel overall quality is low, etc. Second, for A securities company sales competition environment were analyzed, and the factors affecting the development of its are:marketing idea lack of innovation, between brokerage commissions have continued, etc. Sales in the face of the external pressure and hasn’t been able to face their own problems, slightly passive in the brokerage regional competition, leading to a series of problems. Therefore, this article will be to the office of the marketing environment and the influence factors in detail exploration.Finally, by combining the 7 p service marketing theory, according to A securities company sales marketing strategy problem, through to the area of marketing segmentation, find the orientation of the business department. Business departments should strengthen the construction of marketing team, to improve customer service quality and level, for grassroots office to expand marketing channels, such as financial exhibits rich strategy. Consolidate their own core competitiveness, and through a series of security measures, make the business departments can gain competitive advantage in Henan.